The nexus among employees’ green concerns, green effectiveness, and green behavior through mediating role of employees’ green knowledge: Evidence from Bangladeshi consumer goods industry

The rapid growth of industrialization continuously creates challenges for the global environment, necessitating conscious and sustainable behavior across businesses to lessen their impacts. The Knowledge-Attitude-Behavior (KAB) model and Self-Efficacy Theory motivated the study. KAB indicates that Knowledge influences Attitude and Attitude influences Behavior and Self-Efficacy implies that self-confidence in capabilities leads to improved actions. This study aims to investigate the impacts of employee green concerns and green effectiveness on green behavior identifying the mediation effect of environmental knowledge of employees through a study on 261 workers and managers of the consumer goods industry in Bangladesh. The data were collected using a 20-item 5-point Likert scale structured questionnaire by adopting a purposive sampling method. Microsoft Excel was used to prepare the data for analysis, IBM SPSS 25 was used to assess the multicollinearity issues, and Smart PLS 4.0 was used to analyze the measurement model to assess the reliability and validity of the constructs while the structural model was used to test the hypotheses of this study. The results indicate noteworthy direct effects of employees’ green concerns and green effectiveness as well as significant indirect effects of Employees’ Green Knowledge as a mediator on employee green behavior. Managers can enhance employees' green knowledge to foster environmental awareness, boost self-confidence in their abilities, and ultimately promote green behavior in the workplace.